How to plan an Instagram video Ad campaign that actually works

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Even though organic video strategies offer a cost-effective way to get more eyes on your brand’s social media presence, they come with limitations. Firstly, it can take a lot of trial and error before developing video content that actually gains traction. Secondly, creators are constantly trying to get around confusing algorithm changes that affect their content’s performance.

Because of this, it’s crucial to concentrate on a social media strategy that combines both free and paid methods to maximize results. And through Instagram ads, the quality video content you create can get noticed by larger audiences.

So today, we’ll explore how brands and content creators can generate more engagement and grow their social media presence with an outstanding video ad campaign!

Why go with Instagram Ads?

As a social media platform hosting over one billion active users as of 2022, Instagram has become a diverse online community that can draw attention to almost any niche. It makes it easier for brands to take what makes them unique and showcase it through eye-catching multimedia content.

By launching ad campaigns on the platform, brands can market their products and services, and influencers can attract more followers who enjoy their content.

Few things are more heart-aching than working hard on a video, only for it to get ten views and minimal engagement. Using ad campaigns on Instagram, you leverage demographic data that enables you to show your videos to larger, interested audiences!

How effective are video-based Instagram Ads campaigns?

The digital space has become increasingly reliant on video as a consistently reliable way to convey information, which is probably why 83% of businesses use social platforms to distribute video marketing content.

But where does this trend come from?

When customers and viewers interact with content, they want to be informed with little to no effort from their side. Video works great to fulfill this need while also entertaining them in the process.

Unlike image or text ads that rely on copy and visual cues to deliver a message, video ads stimulate both the sight and hearing senses. Sound and movement make capturing a viewer’s attention much easier, and the quicker you snag your audience’s attention, the easier it is to get them invested in what you have to say. Simple as that 😉

Prepare to launch!

Now that you know how effective video ads are, it’s time to take a closer look at developing and powering an effective Instagram ads campaign with video.

Which type of video content performs best?

While video tends to outperform other types of content, not all videos are created equal!

Here are four practices that can allow you to create quality content for your video ads, specifically for Instagram:

1. Get to the point ASAP

When an ad appears on our feed, it takes around three to four seconds for viewers to decide whether it’s worth viewing. Don’t waste time trying to generate suspense; jump straight into what you’re offering asap. It would also be wise to include an animated logo so viewers can effortlessly relate this content to your brand.

2. Use relatable situations

Nothing stops us in our tracks faster than ads we can relate to. They prompt us to follow through and see what happens next. This is why understanding your audience is such a big part of planning any campaign. Try to storyboard and develop a relatable situation for your video before production, and you’ll be one step closer to creating a genuinely engaging ad.

3. Feature a familiar face

Whether through collaborations or brand takeovers, marketing influencers on Instagram is one of the best ways to get new viewers interested in what you have to offer. Consider featuring a well-known personality that your audience admires as a spokesperson for your ad. People will be much more inclined to stop and listen to any recommendations or call-to-actions from someone they already pay attention to regularly.

4. Leverage animated content

A surefire way to get your Instagram ads to pop is to use 2D and 3D animations. There are video production companies and content creation software apps that can help you make high-quality visuals to wow your audience. Since they work well to grab attention and showcase abstract concepts in a manner that’s easy to understand, it would be a worthy investment with a high ROI.

5. Optimizing your videos for specific Ad placements

An “ad placement” is where your ads will appear for your audience to see. Let’s look at the technical requirements that videos need to meet in order to perform well in each placement.

-Story ads

Instagram stories are a massive part of the platform, and unlike regular stories, ads posted here do not disappear after 24 hours. You can set a specific time for how long you’d like yours to run for, and while your audience browses through their stories, they should come across your ad.

Tech Specs:

  • Maximum video size: 4MB
  • Maximum Duration: 2 mins
  • Aspect ratio: 9:16
  • Format: MP4/ MOV

-Reel ads

Ad placements on reels are a new form of paid marketing that Instagram recently introduced last year. These ad reels show up between other reels and stories listed as sponsored ads. Reel ads differ from stories in that they loop, and viewers can engage by commenting on or sharing them — a big reason why content creators use them to grow their following!

Tech Specs:

  • Maximum video size: 30GB
  • Maximum duration: 2 mins
  • Aspect ratio: 4:5
  • Format: MP4/ MOV

-In-stream ads

In-stream ads are hosted on what used to be known as IGTV. Ads are placed within video content and pop up while your videos are being watched.

Tech Specs:

  • Maximum video size: 30GB
  • Maximum duration: 2 mins
  • Aspect ratio: 4:5
  • Format: MP4/ MOV

-Explore ads.

Like with reels, explore ad placements are relatively new. They work great by showing up on the explore pages of audiences who are most likely to find your ad relevant or valuable.

Tech Specs:

  • Maximum video size: 4GB
  • Maximum duration: 2 mins
  • Aspect ratio: Square: 1:1 | Vertical: 4:5 | Landscape: 1.91:1
  • Format: MP4/ MOV

6. Planning your Ad campaign step-by-step

Now that you have a better sense of the types of videos and upload avenues that perform best on Instagram, it’s time to get the ball rolling!

Instagram ads are created in Facebook Ads Manager. So, you’ll need to log into your Facebook account, go to your ads manager, and launch a new campaign. Let’s go over it in a bit more detail 😊

7. Select an Ad objective

Once you’ve started a new campaign, you need to choose an ad objective. They are separated into three categories: awareness, consideration, and conversion. Each objective has sub-categories that help you further clarify what your ad seeks to achieve.

8. Select A Budget and Schedule

This is where you determine how much you want to spend on your campaign as well as the duration for which it will run. A lifetime budget refers to the total amount you’re willing to spend on the entire campaign, and a daily budget is a measure of the maximum amount you’re willing to spend daily.

9. Identify Your Audience

Selecting the right audience is a crucial part of any ad campaign. It involves compiling keywords that reflect the demographics, interests, and behaviors of users who will engage with your ads.

You can think of these keywords as SEO KPIs that indicate how likely your campaign is to succeed. If your ads are shown to the right audience, with the right demographics, they have a higher chance of performing well.

10. Select Ad Placements

Choose between automatic placements, where Instagram determines where your videos will perform best, or manual placements, where you can select yourself.

11. Create Your Ads

And we’re almost at the finish line.

  • Start by selecting your Instagram account and an ad format that best suits your needs.
  • Upload your video or use an existing video post.
  • Type in your ad copy.
  • Review
  • Add in a call-to-action and/or website URL
  • And confirm to launch your ad!

Summing Up

Whether you are a content creator trying to increase their reach or a company looking to establish a business presence on Instagram, video is the key to making the most out of your ad campaign strategies.

When it comes to planning your campaign, it is essential you consider which ad placements your videos would work best in and optimize them so that their quality can stand out.

Luckily, after reading this far, you are well on your way to making an Instagram ads campaign that takes your brand to the next level!

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